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1999 International Event Organizers Association Meeting: Isaac Arguetty: "Equestrian Competitive Sports - Are We For Real?" Where Equestrian Sports Rank Today Equestrian sports today are where golf was in the 40's and 50's, tennis in the 60's and figure skating in the early 90's. Television came in and took small local events and turned them into world experiences that are now part of the fabric of the annual cycle of important happenings. Television would not do this if a significant audience while equestrian sports are becoming more and more isolated? It is because the recreational sports that have secured their place have not had a problem with adapting to public interest by creating formats that are highly competitive and that can be easily understood by and audience. These format adaptations represent important commitments to their respective futures and to the persons who are deeply involved in these sports as well as those with varying levels of participation. These formats provide an undisguised drama and payoff that is accessible to the audience that may in fact be largely uneducated in the details of the sport as well as those completely familiar with and fans of the sport. Television has then further educated the public to appreciate and value of these successful recreational sports and turned them into marketing vehicles that have the ability to influence large segments of the population, who may or may not directly participate in these sports activities. The commercial advertisers who accomplish the goals of their brands by reaching the audiences that tune in, and stay tuned in, to watch these sports experiences ultimately pay for television. Television, in turn, pays for the right to broadcast these sports; increasing the commercial value of these sports; further attracting sponsors and live fans that attend events. |
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